Audience perceptions of message credibility on social media platforms

Abstract

This study aims to explore audience perceptions of message credibility on social media platforms. This phenomenon is important to examine because social media has become a primary source of public information, yet it also serves as a space for the spread of misinformation and disinformation that influences how audiences assess the truthfulness of messages. This study employs a qualitative approach with a phenomenological design to understand audiences’ subjective experiences in evaluating, trusting, doubting, and verifying messages on social media. Data were collected through semi-structured interviews, limited digital observation, and documentation of 12–20 active social media users selected using purposive and snowball sampling techniques. Data analysis was conducted thematically through the processes of data condensation, categorization, data presentation, and drawing conclusions. The results of the study revealed four main themes: source credibility as the initial basis of trust, message packaging as an indicator of trustworthiness, digital social validation through user comments and interactions, and the audience’s informal verification strategies. These findings indicate that the credibility of messages on social media is not only determined by the content of the message but is also shaped through interactions between the source, the presentation of the message, the platform, social responses, and the audience’s personal experiences. This study contributes to digital communication research by positioning the audience as an active subject in the process of interpreting information credibility. The research implications emphasize the importance of digital literacy, which encompasses the ability to evaluate sources, interpret visual cues, understand the influence of social interactions, and critically verify information.